1. Uber adds 2-way number masking to address privacy concerns: Online cab aggregator Uber has introduced a number masking feature in India, after rival Ola introduced it earlier this week, where neither the driver, nor the rider’s number will be displayed when making or receiving a call. The company said that it had tested the technology with hundreds of drivers in cities across India, with plans to roll out throughout the country soon. It did not mention what technology it was using for this initiative.

2. Samsung Galaxy plays ‘hide and sleek’: Smartphone giant Samsung launched the Galaxy Tab S2 earlier this month and is hailing it as the slimmest tab ever, so slim that the company is challenging people to spot it among several other sleek and slim objects stacked inside the virtual letter ‘S’.

3. Amazon India allays fears of hesitant customers in its latest TVC: Amazon has launched a new campaign titled ‘Ek Bar Amazon Try Toh Kar…Ho kar Befikar’ where it addresses the fears and inhibitions in the minds of the consumers.

4. Sociomantic releases in-app advertising suite: Sociomantic Labs, provider of programmatic display advertising technologies for advertisers, announced the release of two mobile advertising innovations: a suite of in-app advertising solutions enabled by its AppKit technology, as well as reporting apps that make it possible for clients to monitor campaign results in real-time on iOS or Android devices.

5. Star disrupts programming; moves Plus’ youth show ‘Badtameez Dil’ to hotstar: I n a first of sorts, the network is uprooting Star Plus’ youth fiction show Phir Bhi Na Mane Badtameez Dil from the channel and moving it exclusively to its OTT platform - hotstar. The show will be available on hotstar exclusively from Monday, 28 September. New episodes of the show will be released every weekday morning.

6. Viacom18 Digital Ventures appoints Monika Shergill as Content Head: Viacom18 has brought on board Monika Shergill as Content Head of Viacom18 Digital Ventures. As part of her mandate, Shergill will be responsible for driving content and programming strategy for Viacom18’s new digital business and will be reporting to COO Gaurav Gandhi.

7. PVR launches digital interactive platforms to enhance customer engagement: With increasing digital penetration in the country, more and more companies are upping their digital game to keep abreast with the ever-changing and evolving consumer demand. Keeping that in mind, multiplex chain PVR has introduced two digital interactive platforms, which will help increase customer engagement. The two platforms - Interactive Consumer Experience (ICE) and PVR Movie Calendar - can not only connect with customers, but also take real time feedback and provide on the move information.

8. Facebook renames Internet.org app as Free Basics, pilots Express Wi-Fi in India: Social networking giant Facebook has renamed its controversial Internet.org app and launched it as Free Basics, a mobile app and website through which users can access certain services free of data charges. The company is also experimenting with Express Wi-Fi, a program to provide wi-fi in rural areas in India, top executives said.

9. Former Vodafone boss backs India’s music-streaming service Saavn as it hits 18M users: Mumbai-based music-streaming service Saavn announced Thursday that former Vodafone chief executive Arun Sarin has joined as an investor and strategic advisor. The news comes less than three months after the company announced $100 million in fresh funding. At the time, it said it was adding one million new users per month, with 14 million in total. As of today, that number has grown to 18 million monthly active users, which it says represents a tenfold increase in daily active users in India since last year.